How technology can help amplify storytelling in marketing

These are volatile and uncertain times today, and it has become all the more challenging to stay on top of one’s game, especially for marketing heads. CMOs today have to adopt numerous strategies to stay on top of the constant evolution in the marketing space.

The 2023 edition of CMOs’ Charcha – Delhi Chapter was held on February 10, 2023. The march of AI, especially generative AI, has accelerated in the past few months; there are major changes that are taking place in the field of data privacy and user centricity; Augmented and Virtual realities are becoming part and parcel of generating unique and memorable experiences and engagement opportunities for consumers by brands; there is an increased push for hyper-personalization at scale; there is disruption happening in the way brands are strategising to gain their audiences’ attention, and much more.

CMOS’ Charcha 2023 reflects all the inflexion points facing marketing and marketing heads today and is poised to identify the path into the future knocking at our doors.

Technology has provided numerous platforms and avenues for marketers to amplify storytelling and engage with their target audience. The internet, social media, and other digital platforms offer a vast array of opportunities to enhance and amplify storytelling in marketing. With AI being the talk of the town, a Fireside Chat at CMOs’ Charcha dwelled on the topic – ‘Using platforms and avenues of technology to amplify storytelling in marketing’, where Abhishek Gulyani, CEO, H+K Strategies India, was in conversation with Kanika Mittal, Country Head, Twitter.

Initiating the conversation, Abhishek Gulyani raising a question on how marketing is still the centre for storytelling by saying, “Storytelling continues to be very critical and avenues of marketing have grown very much over the years – from Print to Television, Social Media and now AI. All of this has become central to conversations that marketeers are doing. How important do you think at the center of all this is storytelling?”

Kanika Mittal responded by saying, “Storytelling leads us to the question that there is so much emotion in storytelling. I’d like to share two things here: When a marketeer starts to create a strategy in a world that is so disrupted and so diverse, there is a very natural thing to do things that is very KPI and performance market-driven that can drive immediate results. And there is this whole piece that the result from the consumer takes centerstage even before we have built an emotional, long-lasting, successful, relationship with the customer. Ultimately, the sign of success is how loyal your customer really is. That can only come as the result of the relationship building which then, in turn, comes through the art of storytelling.”

“Just by running an ad which is very KPI-driven and performance centric will not serve the purpose alone. So, first and foremost to be able to build that relationship you cannot forget the importance of storytelling, and as a marketeer it is your responsibility to constantly disrupt the boardroom conversations and bring back the emphasis on storytelling,” she added.

These are edited excerpts, for the complete conversation, watch below:

https://www.youtube.com/watch?v=fTmKlqYE2rI